Where do we even begin with this one?
Of course we did our own branding and yes, we made up a word.
For the foundation of our brand, we used the typeface Cinetype. Cinetype is based on a design engineered for a cinema subtitling machine. By using a laser to erase the color layer of the film, very small and brilliantly white letters appear. The laser can only move in straight lines, so the typeface contains no curves. Some call it "mechanical poetry".
Without tooting our own horn too much...we think the simplicity of our wordmark paired with the intricate details of our brand typeface speaks to our talent for maintaining the big picture while keeping a close attention to detail.